Bargain Hunters Start with Newspaper and Magazine Ads

February 2, 2010 at 4:41 PM Leave a comment

According to a recent Adweek Media/ Harris Poll, 23% of adult Americans believe that newspaper and magazine advertisements are where they can find the best bargains. 18% believe online advertisements are most likely to help them find the best bargains. 10% say direct mail and 12% catalogs, 11% television commercials, and just 2% say radio. And, 34% of Americans believe the type of ad makes no difference when they are looking for the best bargain.

When looking for the best bargains, different age groups have different ideas of where to look:

  • 18-34 year olds are more likely to say online ads (22%) and television commercials (17%) are the best places to go
  • 35-44 year olds go online (26%)
  • 24% of those 44-54 and 33% of those 55 and older say newspaper and magazine advertisements those are media most likely to help them find the best bargain
Advertising Most Likely to Help Find Bargain – Age (Base: All U.S. adults; % of Category Respondents)
  Age
  Total 18-34 35-44 45-54 55+
Newspaper/Magazine advertisements 23% 15% 16% 24% 33%
Online advertisements 18 22 26 17 12
Direct mail and catalogs 12 13 13 14 10
Television commercials 11 17 12 8 7
Radio 2 2 3 < .5 1
None- the type of ad makes no difference 34 31 31 36 36
Source: Harris Polls, January 2010

Among the genders, women are more likely than men to say newspaper and magazine advertisements, and direct mail and catalogs are more likely to help them find a bargain. Men, on the other hand, are more likely to say online advertisements are more likely to help them find a bargain.

There is also an interesting educational difference in the media people believe can help them find the best bargains:

  • One-quarter of those with a high school education or less say newspaper and magazine advertisements are more likely to help them find a bargain, compared to 20% of those with at least a college degree.
  • 29% with at least a college degree believe online advertisements are more likely to help them find a bargain compared to 12% of those with a high school education or less
Advertising Most Likely to Help Find Bargain – Gender & Education (Base: All U.S. adults; % of Category Respondents)
    Gender Education
  Total Men Women HS or less Some college College grad
Newspaper/Magazine advertisements 23% 22% 24% 25% 23% 20%
Online advertisements 18 21 16 12 18 29
Direct mail and catalogs 12 11 14 12 12 12
Television commercials 11 12 10 12 12 8
Radio 2 2 1 3 1 1
None- the type of ad makes no difference 34 32 35 36 33 31
Source: Harris Polls, January 2010

The report concludes that, while newspaper ads are still slightly ahead of others among all adults when it comes to bargain hunting, online is not far behind. And, online ads lead newspaper and magazine ads, as a source of information about bargains, among younger, better educated consumers, who are much more attractive to most advertisers.

Note: This blog is a repost from the Center for Media Research Research Brief.

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Entry filed under: General Research, Online, Print, Television.

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